INTI engages Gen Z students by co-sponsoring BlackPink concert

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The internationally renowned K-Pop girl group will be performing in Kuala Lumpur on February 23.

INTI International University & Colleges will co-sponsor the BlackPink live in Kuala Lumpur concert on February 23, 2019.

This is part of the education group’s effort to promote fun within the serious business of 21st century education, as it rides on K-Pop music’s growing popularity, especially among Gen Zs.

K-Pop fever in Malaysia has continued to see an upward trend in 2018, with a growing fan base that transcends backgrounds, cultures and ages.

In a recent interview, His Excellency Mr Toh Kyung Hwan, the South Korean Ambassador to Malaysia expressed the view that among Asian countries, Malaysia had the highest adoption for K-Culture, with many Malaysians taking to Korean food, music, and dramas on an almost daily basis.

Speaking about connecting education to entertainment, Tim Johnson, INTI’s Senior Vice President for Marketing, Products & Partnerships explains, “Higher education must come to accept that fun and lifestyle are as much a part of a student’s journey as academic excellence and career development.”

“University life is touted as some of the most memorable years for an individual, and beyond the qualifications they graduate with, students build their best experiences during this time.

“Integrating lifestyle and fun helps us connect with our students on a personal level and allows us to engage with them beyond the classroom. In doing so we learn more about our students, and are able to curate meaningful experiences for them throughout their time with us,” he added.

International success
With slightly more than two years since their debut, the group’s first number one on the Billboard World Digital Songs chart set the record as the most-viewed debut music video by a Korean act.

Hailed as New Artist of the Year at the 31st Golden Disc Awards and the 26th Seoul Music Awards, Black Pink was the highest-charting female K-pop act on the Billboard Hot 100, and are the first and only K-pop girl group to enter and top Billboard’s Emerging Artists chart.

Their second single also set a record as the most-viewed Korean music video in 24 hours on YouTube.

Leading up to the concert on February 23, 2019, students will have access to promotions for exclusive BlackPink giveaways, including send-off passes, sound-check passes, autographed posters and tickets to the sold-out concert.

Related news: INTI celebrates Deepavali with a colourful animation video

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